The co-founder of Ten Belles, a café in Paris' Canal Saint-Martin district, and the Belleville roastery, doesn't mince his words. "Paris has a reputation for bad coffee, burnt grounds and old beans," admits Mr Thomas Lehoux. "So there's an opportunity to create something here that's new and that could be big, because there's a real demand."

Mr Lehoux is going places, literally, and has to dress accordingly. He's either on his feet, pulling shots in Ten Belles, or on his bike cycling from meeting to meeting in his capacity as co-founder of what is regarded as the French capital's only gourmet coffee roaster. Either way, his clothes need to feel good as well as look good.